Choose the right tools. Use tools based on what makes the most sense for the company website. Employing too many of the wrong tools can equal a lot of work for very little reward.
Be clear and concise. The audience isn't going to have much patience if they have to expend a lot of time and energy trying to figure out the technicalities of using your site.
Transform your business. Marketers should make sure social media is integrated not just on the website, but into the entire marketing strategy. Also, consider how adding digital/social components to a site will change the relationship dynamics and expectations of customers.
Stay current. Update blogs and other social media on the website. Investing the proper time and energy will ensure that customers will stick around.